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| 1 | The author deals with substantial components of such concepts as BEAUTY, USE, HARM, HEALTH. The concepts mentioned are significant for Russian consciousness and are connected with ideas of outward appearance and plainness, use and harm. On the basis of the material analyzed, the stereotypes reflecting these notions’ interrelations are revealed, the changes in Russian linguistic worldimage are set. The author also describes the techniques for creating advertising messages, which are based on operations with cognitive structures. Description of linguistic worldimage of the world fragments with the help of different materials makes it possible to enlarge the insight about national features of material and spiritual culture of Russian people. It also helps to realize the peculiarities of Russian mentality. Keywords: concept, stereotype, use, beauty, language consciousness, harm, advertisement | 827 | ||||